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March 13, 2010

Successful Social Media for a Business

Filed under: Marketing, Public Relations — Tags: Marketing, Public Relations, Social Media — Steven @ 11:10 pm

If you are a runner, you probably have your own favorite brand of shoe. You know exactly how it feels and dread each year when the shoe models change, and are forced to make sure the new model of your shoe is going to be just as good as the old one. (I even know one runner who buys 15 pair of shoes at a time just to avoid this problem.)

Runners are shoppers who like a company that can answer their questions and give educated advice. Needless to say they are loyal, almost as loyal as NASCAR fans and puppy dogs.

The Salt Lake Running Company is the store where my wife shops. One reason it is her favorite is because they have a loyalty card that gives her the eighth pair of shoes free. They also calculate her mileage and remind her with a postcard when it is time to purchase the next pair of shoes. They also have a Facebook page, mostly using it to offer extended customer service. They post tips, answer questions and generally try to support all runners from the beginner to the die-hard. Here is an example of an early post:

Remember, wearing out a pair of shoes is like a badge of honor. You ran every mile in those things. The stories that could be told. It’s time to celebrate!

It is a light-hearted way of keeping track of their customers and staying top of mind. They recently wanted to increase their number of followers on FB and began a contest. Knowing runners normally come in packs, not individual servings, they asked their current fans to invite their friends to join them then leave a post about it on their page. This would enter the person in a contest for a free pair of shoes for them and a pair for one of their friends too. The response to this promotion has been so large that the store decided to double the number of winners.

From a marketing strategy standpoint, this is a great idea. It didn’t cost them anything to advertise. Their customers are spreading the good vibes through word-of-mouth. The store is creating a stronger core customer base. The response to the contest was larger than expected. The store saw another opportunity and gave more good vibes by doubling the number of winners; great service and superb customer relations!

Marketing is full of examples of businesses trying to get by and generally missing the boat. Every now and then it is fun to watch a company get it right. ★

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March 10, 2010

Innovate or Die: The “Six Pak”

Filed under: Marketing — Tags: Innovation, Marketing — Steven @ 2:27 am

Marketing is all about something new, something fresh, keeping the blade sharp and always being ready to win the “race.” The music industry has finally realized that iTunes thingy is not just a fad, rather a very serious competitor to the traditional way of selling CD’s. Unfortunately it took them seven years and 10 billion songs for the concept to sink in.

The problem is that instead of going to a store and buying a traditional CD, listeners would hear a song and go home to download it on their computers. While some profits would still go back to the music industry, their stranglehold on traditional music sales has eroded like a landslide.

In what I would consider a very strategic move, record labels are testing out a new, innovative way of selling music; the “Six Pak.” A Six Pak is six songs sold at a bargain price ranging from $4.99-$6. Not only is the model priced to compete with iTunes, the format also allows artists to release songs more frequently. Under the model some artists are releasing songs every six months.

Hopefully this weeds out the “fluff” from a traditional CD. Instead of the three songs out of the 10 or 12 on a disc, six great tunes to enjoy. Six songs, $6, six months…six pack indeed. ★

March 3, 2010

What’s it all About?

Filed under: Gee Whiz — Steven @ 2:52 am

As I enter the blog-o-sphere there is a tremendous amount of pressure (perhaps mostly self imposed) to have everything planned, prepared and ready to go on this blog. While the “Interwebs” are not new to me, I seem to prefer being more of a lurker than an active participant in the creation of something new. Over the course of this blog I plan to change this, hopefully for the better. I will explore various topics and styles as I find my comfort zone on the Web.

I would be negligent if I did not thank my good friend, and my family who have encouraged me to begin this process. Now, let’s get down to business! ★